There’s a concept in network theory called Preferential Attachment. When one node gets ahead, it attracts more resources, and more attention. It's a snowball effect. PR for your company works the same way. Once you become the biggest node, more resources flow to you. Today, NFX General Partner James Currier sits down with Vijay Chattha, founder of PR agency VSC to reveal how to build that attention flywheel. VSC has worked with NFX unicorn companies like Mammoth Biosciences, Poshmark, and Outdoorsy, to build attention and momentum from the ground up. (0:00) Introduction and Background of Vijay Chattha (5:06) Vijay Chattha's Approach to PR and Criteria for Representing Companies (10:41) The Importance of a Company's Storytelling Runway and Marketability (19:26) Authenticity, Audience Understanding, and the Role of Journalists in Today's Media Landscape (25:28) Setting Goals and Audience Targeting for Seed Stage Startups (30:40) Case Study: Successful PR Strategy with Mammoth Biosciences and the Concept of Preferred Attachment in PR (37:44) The Role of Funding in Storytelling and Strategies for Early-Stage Startups (43:19) Risks and Rewards of Founders Using Social Media and Choosing the Right Medium for Communication (47:10) Common Mistakes Founders Make in Communication and the Shifting Landscape of Media Coverage (51:15) When to Hire a PR Firm and the Role of Investors in PR and Storytelling